Feb 02, 2023 Global Automotive Consumer Study, Deloitte
Deloitte Global Automotive Consumer Study
For more than a decade, Deloitte has been exploring automotive consumer trends impacting a rapidly evolving global mobility ecosystem.
Key insights from our Global Automotive Consumer Study over the years:
2010Overall value ranked as the primary factor when evaluating brands
2011“Cockpit technology” and the shopping experience-led differentiators
2012Interest in hybrids driven by cost and convenience, while interest in connectivity centers on safety
2014Shared mobility emerges as an alternative to owning a vehicle
2017Interest in full autonomy grows, but consumers want a track record of safety
2018Consumers in many global markets continue to move away from internal combustion engines (ICE)
2019Consumers “pump the brakes” on interest in autonomous vehicles
2020Questions remain regarding consumers’ willingness to pay for advanced technologies
2021Online sales gaining traction, but majority of consumers still want in-person purchase experience
2022Interest in electrified vehicles (EVs) grows, but worries about price, driving range, and charging time remain
The Global Automotive Consumer Study informs Deloitte’s point of view on the evolution of mobility, smart cities, connectivity, transportation, and other issues surrounding the movement of people and goods.
From September through October 2022, Deloitte surveyed more than 26,000 consumers in 24 countries to explore opinions regarding a variety of critical issues impacting the automotive sector, including consumer interest in EV adoption, brand perception, and the adoption of connected technologies. The goal of this annual study is to answer important questions that can help companies prioritize and better position their business strategies and investments.
The shift to EVs is happening, but is it moving fast enough in some markets?
Consumer interest in EVs is growing as consumers, pressured by hyper-inflationary conditions, look to lower their operating costs. However, individual markets face different challenges to maintain forward momentum. Affordability, range anxiety, and battery safety concerns remain as significant barriers to adoption.
An unintended benefit of the vehicle inventory crisis
Product quality still tops the list of factors driving consumer decisions when it comes to which vehicle brand to buy, but expectations regarding the acceptable length of time to wait for delivery may be starting to stretch out as a lasting by-product of the inventory crisis, potentially opening the door to a new “build-to-order” paradigm.
Dealers engender the most trust among consumers
When asked who they trust most, a majority of surveyed consumers across global markets point to the relationship they have with either their selling or servicing dealer, signaling the important role dealers play in the automotive value chain and a key consideration in the conversation around direct-to-consumer sales.
Subscriptions to connected vehicle services could be a challenge
Consumer interest in connected vehicle features that provide updates regarding traffic congestion, road safety, and vehicle health status are relatively high, but people would much rather pay for connected technologies as part of the upfront cost of the vehicle or on a per use basis compared to a subscription.
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